Universum - Brazil LinkedIn

3.
The concept of employer
branding is relatively new.
“We’ve got to focus on our employer brand
in the same way we think about our
consumer brand: as marketers”
How many of you have an employer brand?

4.
Every company has an employer brand, whether they manage
it or not.
ALL
EMPLOYERS
HAVE AN
EMPLOYER
BRAND.
THE BRAND HAS
AN INTERNAL
AND EXTERNAL
PERSPECTIVE.
THE CORE OF
THE BRAND IS
THE EVP.
AN EFFECTIVE
STRATEGY
NEEDS A SOLID
FOUNDATION.

11.
v
In 5 years…
3 of 4 of the S&P 500 are
predicted to be companies
we have not heard of yet
Source: Professor Richard Foster , Yale University
5 years ago…
Uber
Amazon
Whatsapp
Netflix
LinkedIn
Snapchat
Paypal
Airbnb

12.
12
• Source: BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-
processing-a-record-27-billion-messages-per-day/#!sawFj
• See also: http://www.youtube.com/yt/press/statistics.html
There is a lot of noise in the marketplace.
of the world’s internet traffic is
from mobile devices and we
now buy more smartphones
than ‘dumb’ phones
27 billion
WhatsApp messages
are sent every day
pictures are
shared on social
media every day
758
million In early
2014 nearly
3 billion
people
were online
20%
6 billion
hours of video are
watched on YouTube
every month
Facebook
has almost
1.2 billion
users worldwide

13.
Where are we today?
SKILLS GAP
INCREASED COMPETITION
TALENT HAS MORE OPTIONS
THAN EVER BEFORE

24.
Overall, the
hiring outlook
is significantly
lower than in
previous
years.
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25
25

25.
Overall, despite the state of
the economy…
…Brazilian students are
optimistic about the future.
26

29.
3030
Although Petrobras still performs well in the rankings, its
attractiveness has been on the decline
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
20152014201320122011
Engineering
Business
IT
Percentage of Brazilian Students Choosing Petrobras as an Ideal Employer, Five-Year Trend 30

34.
0%
10%
20%
30%
40%
50%
60%
20152014201320122011
%choosinggoalasoneoftheirtop3
To have work/life balance
To be secure or stable in my job
To be entrepreneurial or creative/innovative
To be a leader or manager of people
To have an international career
To be competitively or intellectually challenged
To be dedicated to a cause or to feel that I am serving a greater good
To be a technical or functional expert
To be autonomous or independent
Career goals of Brazilian business students, 2011–2015
35

35.
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36
36
1. Work / Life Balance
2. To be secure or stable in
my job
3. To be entrepreneurial or
creative/ innovative
4. To be a leader or manager
of people
5. To have an international
career
Top career goals of Brazilian talent

37.
How Brazilian Millennials define work/life balance
38
0% 10% 20% 30% 40% 50% 60% 70%
Enough leisure time for my private life
Recognition and respect for the employees
Flexible working hours (e.g. not limited to office hours)
Convenient work location
Overtime compensation (monetary or by leisure time)
No interruption of my leisure time (e.g. on holiday or at the weekend)
Flexible working conditions (e.g. home office)
Offering external activities (e.g. sports, cultural events)
Adequate time for recovering after working peaks
Consideration of private interests in the holiday planning
Financial support for parental leave
Opportunities for part-time work
No requirement for overtime work
Acceptance of parental leave
Offering child care
What about FGV
business students in
their 3rd & 4th year…?

38.
54%
43%
33%
33%
23%
39%
42%
24%
33%
12%
26%
37%
36%
24%
16%
Brazil
Spanish-speaking Latin America
Rest of world
Millennials are afraid of not realizing their career
goals
That I won’t realize my
career goals
That I will get stuck with
no development
opportunities
That I won’t get a job that
matches my personality
That I will underperform
That the work climate will
be too tough

39.
0% 10% 20% 30% 40% 50% 60%
Enough leisure time for my private life
No interruption of my leisure time (e.g. on holiday or at the weekend)
Recognition and respect for the employees
Offering external activities (e.g. sports, cultural events)
Overtime compensation (monetary or by leisure time)
Flexible working hours (e.g. not limited to office hours)
Adequate time for recovering after working peaks
Convenient work location
Flexible working conditions (e.g. home office)
Opportunities for part-time work
Financial support for parental leave
Consideration of private interests in the holiday planning
No requirement for overtime work
Offering child care
Acceptance of parental leave
How Latin American Millennials define work/life balance
40
What about Chilean
business students in
their 3rd & 4th year…?

40.
41
We ask students about 40 qualities they look for in an
employer…
EMPLOYER REPUTATION & IMAGE
JOB CHARACTERISTICS
PEOPLE & CULTURE
The attributes of the employer as an
organization
• Attractive/exciting products and services
• Corporate Social Responsibility
• Environmental sustainability
• Ethical standards
• Fast-growing/entrepreneurial
• Financial strength
• Innovation
• Inspiring management
• Market success
• Prestige
The social environment and attributes of the
workplace
• A creative and dynamic work environment
• A friendly work environment
• Acceptance towards minorities
• Enabling me to integrate personal interests in my
schedule
• Interaction with international clients and colleagues
• Leaders who will support my development
• Recognizing performance (meritocracy)
• Recruiting only the best talent
• Respect for its people
• Support for gender equality
The contents and demands of the job, including
the learning opportunities provided by the job
• Challenging work
• Client interaction
• Control over my number of working hours
• Flexible working conditions
• High level of responsibility
• Opportunities for international travel/relocation
• Professional training and development
• Secure employment
• Team-oriented work
• Variety of assignments
REMUNERATION & ADVANCEMENT OPPORTUNITIES
EXTRINSIC INTRINSIC
HARDSOFT
The monetary compensation and other
benefits, now and in the future
• Clear path for advancement
• Competitive base salary
• Competitive benefits
• Good reference for future career
• High future earnings
• Leadership opportunities
• Overtime pay/compensation
• Performance-related bonus
• Rapid promotion
• Sponsorship of future education
universumglobal.com

41.
The CULTURE of a company is much more
important to Millennials than a company’s reputation
and image.

42.
43
In general, Brazilian business students are looking to
start their careers on a solid foundation…
43
Business Students - 2015
1. Clear path for advancement
2. Professional training & development
3. Good reference for future career
4. Leaders who support my development
5. Secure employment
6. Recognizing performance (meritocracy)
7. A creative and dynamic work environment
8. Respect for people
9. High future earnings
10. Market success

43.
4444
Engineering Students - 2015
1. Good reference for future career
2. Clear path for advancement
3. Professional training & development
4. High future earnings
5. Secure employment
6. A creative and dynamic work environment
7. Recognizing performance (meritocracy)
8. Leaders who support my development
9. Opportunities for international travel / relocation
10. Innovation
… As are Engineers

44.
45
Students at elite universities are much less concerned about job
security; more focused on finding a challenging job
0%
10%
20%
30%
40%
50%
60%
70%
Challenging work Opportunities for international travel/relocation Team-oriented work Clear path for advancement Secure employment
Attributes with biggest difference in importance by university tier, Brazilian
business & engineering students

45.
46
This is a relatively new development.
When we look back just a few years…

46.
47
Attributes related to future career prospects and job security
have become more attractive for students
Merit bonus
Challenging work
Competitive salary
Sponsorship of future education
Prof. training & development
Leadership opportunities
Secure employment
Market success
Financial strength
Clear path for advancement
High future
earnings
-40% -30% -20% -10% 0% 10% 20% 30% 40%
Positive values / to the right: more important in 2015
Negative values/ to the left: less important in 2015
Attributes with largest change in importance to Brazilian business & engineering students from 2012 to 2015

47.
You already have so many tools at your disposal:
48
Your Toolkit
TruthOwnership Knowledge

49.
3 of the top 5
sources of
influence for
talent
“People who work
at the employer”
Source: Universum “Communicating With Talent”, Chile 2015
58%
52%
52%
33%
22%
18%
16%
12%
10%
Current students from my school who have
worked/are working at the employer
Professors at my school/university
Other people I know who have worked/are
working at the employer
Alumni from my school who have worked/are
working at the employer
My friends
My parents
Career services at my university
My classmates
Other

50.
48%
…but only half of
them believed it was
effective at seeing what
it’s like to work at the
company full time.
48%
Nearly half of Brazilian
students in their last 2
years of school
participated in an
internship last year…

51.
Only 50%
of Brazilian students
were likely to
recommend the
company to a friend.

52.
You already have so many tools at your disposal:
53
Your Toolkit
StorytellingOwnership TruthKnowledge

62.
64Which online networks/communities do you use? Please select as many as applicable and add others that are not
listed; Which channels do you use in general to learn about potential employers? Choose as many as applicable.
Which online networks/communities have students used the
most in 2015?
of the students have
learned about potential
employers through social
media.
77%
96%
67%
64%
61%
56%
28%
26%
26%
24%
14%
Facebook
YouTube
Skype
LinkedIn
Instagram
Google+
Snapchat
Twitter
Online network/community from my
university/career center
Tumblr

64.
Ownership
Knowledge
Truth
Storytelling
Create Accountability
Employer Branding is the
responsibilty of everyone –
it’s key to create
accountability and
ownership in your
organization
Understand your Target
Knowing about your target
talent will enable you to
better understand them and
connect more effectively
Know Thyself
What’s true internally in your
organization is what you
should offer to the external
world. Why are you still with
your company? This tool is
right at your fingertips – use
it!
Content is King
Employee testimonials are
some of your best
ammunition… and they’re
all around you! Harness the
stories and share them with
the external world
How does this all apply to your organization?